Now that you have the foundations in place, you can start your fight against churn in earnest. For the data person, that fight mainly means delivering actionable customer metrics to the churn fighters in your organization: product managers, marketers, customer success and support representatives, and so on. Great, actionable customer metrics have a clear relationship to churn and retention and can be used to segment customers to target churn-reducing interventions. A great set of customer metrics also must be concise so that the churn fighters stay on target without getting confused by information overload.
Chapter 5 teaches the methods I use for understanding the relationship between churn and behavior. This chapter shows you which metrics drive customer health and engagement and helps you understand what a healthy customer looks like.
Chapter 6 shows you what to do when you have too many related events and metrics. This issue is important because most online services today have so much data that the result is information overload. When you master the techniques in this chapter, however, there will be no such thing as too much data.